Advanced Professional Certificate in Event Sponsorship and Collaboration Management

Submodule 1.1. The evolution of sponsorship and patronage

Distinguishes sponsorship, patronage, partnerships and advertising according to objectives and benefits.

Submodule 1.2. The sponsorship ecosystem

Identifies the brands, organizers, agencies, media and rights holders in the market.

Submodule 1.3. Types of sponsorship

Classifies title, official, technical, naming and supplier sponsorships.

Submodule 1.4. Sponsor brand motivations

Analyzes brands' awareness, image, client relationship and sales objectives.

Submodule 1.5. The event as a sponsorable asset

Assesses the audience, positioning and attributes that make an event attractive to brands.

Submodule 1.6. The sponsorship market in Europe and Latin America

Reviews investment trends, sponsoring sectors and growing formats.

Submodule 1.7. Sponsorship versus other marketing tools

Compares sponsorship with advertising, content and public relations within the mix.

Submodule 1.8. Ethics and reputation in sponsorship

Detects image risks and value conflicts between brand and event.

Submodule 1.9. Professional sponsorship glossary

Masters terms such as rights, activation, exclusivity, benefits and ROO.

Submodule 1.10. Analysis of sponsorship cases

Studies sponsorship successes and failures to draw applicable lessons.

Submodule 2.1. Auditing sponsorable assets

Inventories the spaces, moments, content, data and audiences the event can offer.

Submodule 2.2. Naming rights

Structures the naming of events, stages and awards and the associated terms.

Submodule 2.3. Physical visibility and signage

Defines locations, formats and exposure times for the brand at the venue.

Submodule 2.4. Digital and content assets

Includes the website, app, streaming, social media and newsletters as sellable assets.

Submodule 2.5. Hospitality and VIP experiences

Designs hospitality packages, exclusive access and experiences for brand guests.

Submodule 2.6. Category rights and exclusivity

Defines product categories and levels of exclusivity to avoid conflicts.

Submodule 2.7. Data and audience access

Frames the value of leads and data while respecting data protection regulations.

Submodule 2.8. Sponsorship tiers and packages

Builds gold, silver and bronze tiers or bespoke modular models.

Submodule 2.9. Rights and conflicts map

Prepares a matrix of assigned rights to avoid overlaps between sponsors.

Submodule 2.10. Asset specification sheet

Writes sheets with the specifications, deadlines and requirements of each asset.

Submodule 3.1. Sponsorship valuation methods

Applies cost, market and perceived value approaches to set prices.

Submodule 3.2. Calculating media value equivalency

Estimates the value of media exposure and its methodological limitations.

Submodule 3.3. Valuing audiences and reach

Quantifies attendees, digital reach and demographic profile as a basis for pricing.

Submodule 3.4. Asset costs and margin

Calculates the cost of delivering each asset and the target margin.

Submodule 3.5. Package pricing and discounts

Defines rates, volume discounts and multi-year renewal terms.

Submodule 3.6. In-kind sponsorship and benefits

Values contributions of products or services and their financial equivalent.

Submodule 3.7. Benchmarking market rates

Compares prices for similar events to position the commercial proposal.

Submodule 3.8. Payment models and schedule

Establishes payment milestones, deposits and guarantees linked to deliverables.

Submodule 3.9. Basic sponsorship taxation

Reviews the tax treatment of sponsorship, patronage and invoicing for benefits.

Submodule 3.10. Event valuation spreadsheet

Builds a complete valuation spreadsheet for a real event.

Submodule 4.1. Segmenting target brands

Selects industries and brands aligned with the event's audience and values.

Submodule 4.2. Researching potential sponsors

Analyzes each brand's marketing strategies, budgets and previous sponsorships.

Submodule 4.3. The sponsorship sales funnel

Organizes the process from first contact to signing the agreement.

Submodule 4.4. CRM for sponsor management

Uses a CRM to record contacts, opportunities and sales follow-up.

Submodule 4.5. Prospecting on LinkedIn and professional networks

Applies social selling techniques to reach marketing decision-makers.

Submodule 4.6. First contact and qualification

Writes opening messages and qualifies interest, budget and timing.

Submodule 4.7. Sponsorship agencies and brokers

Assesses when to work with intermediaries and how to structure their commissions.

Submodule 4.8. Sales calendar and budget cycles

Aligns prospecting with brands' budget planning cycles.

Submodule 4.9. Sponsorship sales forecasting

Prepares a forecast weighted by probability and funnel stage.

Submodule 4.10. Annual sponsorship sales plan

Designs objectives, quotas, actions and resources for the sales campaign.

Submodule 5.1. Structure of the sponsorship deck

Organizes the deck around the value proposition, audience, assets and prices.

Submodule 5.2. Personalized proposals for each brand

Tailors the offer to the specific objectives of each potential sponsor.

Submodule 5.3. Storytelling for selling sponsorships

Builds a story that connects the brand with the event experience.

Submodule 5.4. Sales presentations to committees

Prepares and delivers persuasive presentations to marketing and procurement teams.

Submodule 5.5. Handling objections

Responds to objections about price, return and fit with arguments and data.

Submodule 5.6. Interest-based negotiation techniques

Applies collaborative negotiation to reach mutually beneficial agreements.

Submodule 5.7. Concessions and alternative packages

Designs value alternatives to close without eroding the price.

Submodule 5.8. Negotiating renewals

Plans renewals using results data and improvement proposals.

Submodule 5.9. Closing and documenting the deal

Formalizes the close with a term sheet and handover to the activation team.

Submodule 5.10. Negotiation role play

Practices a full negotiation using simulated sponsorship cases.

Submodule 6.1. The sponsorship contract

Covers the legal nature of the sponsorship contract and its essential elements.

Submodule 6.2. Rights and obligations clauses

Drafts clauses on the assets delivered, deadlines and each party's obligations.

Submodule 6.3. Exclusivity and non-compete

Defines category exclusivity clauses and their territorial and temporal scope.

Submodule 6.4. Intellectual property and trademark use

Regulates licenses to use the event's logos, images and content.

Submodule 6.5. Data protection in sponsorships

Applies data protection regulations such as the GDPR and local rules to data sharing with sponsors.

Submodule 6.6. Ambush marketing

Prevents and responds to competitors' ambush marketing activities.

Submodule 6.7. Cancellation, force majeure and penalties

Sets out the consequences of cancellation, postponement or failure to deliver.

Submodule 6.8. Sponsorship in regulated sectors

Reviews restrictions on alcohol, gambling, tobacco, pharmaceuticals and minors.

Submodule 6.9. Institutional partnership agreements

Distinguishes agreements with public authorities from private sponsorships.

Submodule 6.10. Reviewing a real contract

Analyzes a sponsorship contract, identifying risks and improvements.

Submodule 7.1. Sponsorship activation plan

Designs actions that turn rights into meaningful experiences for the audience.

Submodule 7.2. On-site experiential activations

Creates stands, brand zones and interactive experiences within the event.

Submodule 7.3. Digital and social media activations

Plans content, challenges and social media campaigns that amplify the sponsorship.

Submodule 7.4. Sampling and product trials

Organizes sampling activities with objectives, logistics and stock control.

Submodule 7.5. Content co-created with the brand

Develops joint audiovisual and editorial pieces between the event and the sponsor.

Submodule 7.6. Technology in activations

Integrates augmented reality, gamification and lead capture into activations.

Submodule 7.7. Activation setup logistics

Coordinates permits, setup, schedules and suppliers for each activation.

Submodule 7.8. Corporate hospitality programs

Delivers VIP experiences for the sponsor's clients and employees.

Submodule 7.9. Managing the activation team

Coordinates brand ambassadors, hosts and technical staff assigned to the brands.

Submodule 7.10. Activation creative brief

Writes a complete brief for a sponsorship activation.

Submodule 8.1. Strategic brand partnerships

Designs co-branding and alliances between brands within the same event.

Submodule 8.2. Collaborations with influencers and creators

Manages agreements with content creators with clear objectives and deliverables.

Submodule 8.3. Media partners and media agreements

Negotiates visibility and coverage exchanges with media outlets.

Submodule 8.4. Institutional and public partnerships

Secures support from local authorities, tourism boards and public bodies.

Submodule 8.5. Charity sponsorship and social causes

Links sponsorship to social causes and nonprofit organizations.

Submodule 8.6. Crowdfunding and micro-sponsorship

Applies crowdfunding models and contributions from small local businesses.

Submodule 8.7. Official suppliers and service agreements

Structures agreements with suppliers in exchange for visibility and preferential prices.

Submodule 8.8. Sponsoring hybrid and virtual events

Adapts assets and activations to digital platforms and hybrid formats.

Submodule 8.9. Complementary grants and subsidies

Identifies public funding calls compatible with sponsorship income.

Submodule 8.10. An event's partnership map

Prepares a map of partnerships and their contribution to the project.

Submodule 9.1. The sponsor's SMART objectives

Defines measurable objectives aligned with each brand's strategy.

Submodule 9.2. Awareness and image KPIs

Measures brand recall, association and perception through surveys.

Submodule 9.3. Measuring digital return

Analyzes the reach, engagement and conversions generated on digital channels.

Submodule 9.4. Sponsorship ROI and ROO

Calculates the financial return and return on objectives of each sponsorship.

Submodule 9.5. Measurement and listening tools

Uses social listening, web analytics and post-event surveys.

Submodule 9.6. Results report for sponsors

Writes clear post-event reports with data, images and recommendations.

Submodule 9.7. Sustainable sponsorship and ESG criteria

Integrates environmental, social and governance criteria into agreements.

Submodule 9.8. Carbon footprint of activations

Estimates and reduces the environmental impact of materials and activations.

Submodule 9.9. Accessibility and inclusion in activations

Designs activations that are accessible to people with disabilities and diverse audiences.

Submodule 9.10. Sponsor loyalty and retention

Implements relationship programs to increase the renewal rate.

Submodule 10.1. Long-term sponsorship strategy

Defines a balanced sponsor portfolio that is sustainable over time.

Submodule 10.2. Organizing the sales department

Structures sales, activation and sponsor service roles.

Submodule 10.3. Budget and income statement for the function

Manages revenue, servicing costs and profitability of the sponsorship function.

Submodule 10.4. Managing risks in the sponsorship program

Identifies commercial, legal and reputational risks and their response plans.

Submodule 10.5. Crisis communication with sponsors

Manages incidents and crises while maintaining brands' trust.

Submodule 10.6. Leading sales teams

Motivates and evaluates teams with objectives, incentives and regular follow-up.

Submodule 10.7. Innovation in sponsorship models

Explores subscriptions, data-driven sponsorship and new value formats.

Submodule 10.8. Sponsorship dashboard

Designs a dashboard covering sales, deliverables, satisfaction and renewals.

Submodule 10.9. Governance and reporting to general management

Aligns sponsorship with the overall strategy and reports to senior management.

Submodule 10.10. Preparing the final master's project

Plans the scope, methodology and deliverables of the final project.

Comprehensive design of the sponsorship program for a real event: asset inventory and valuation, sales plan, brand proposal, template contract, activation plan, budget, risks and return KPIs, defended before an assessment panel.